Pepsi Cola names world e-marketer

Pepsi Cola has promoted European marketing director Simon Lowden to become its first international e-marketing and media director, in a move designed to strengthen its global online marketing activity.

Pepsi Cola has promoted European marketing director Simon Lowden to become its first international e-marketing and media director, in a move designed to strengthen its global online marketing activity.

Lowden will be based at the soft drink giant's New York headquarters, reporting to Ron Coughlin, vice-president of Pepsi marketing. His replacement is Graham Andrews currently franchise director for Pepsi in Africa, who joined Pepsi in 1994.

Lowden's new role forms part of Pepsi's plans to put itself at the cutting edge of new media, by focusing on e-messaging and viral marketing, and by developing a consistent web presence around the world. It is investing at least pounds 10m in the strategy.

Lowden said: 'Pepsi is recognising the changing media landscape, and how it needs to be at the leading edge of spending its media dollars, as well as making the most of new media. It has good activity in the US and UK, but needs to bring the rest of the world up to speed with a consistent direction.'

Pepsi also hopes to form more partnerships with web companies, similar to the tie-up between Yahoo! and its Pepsi Stuff campaign in the US, which enables customers to buy goods from Yahoo! with their Pepsi tokens.

It will continue to use US internet agency Message Media for its international e-mail and viral marketing activities, but will look to appoint a local agency in each territory for web site creation and content.

Lowden, number 37 in Marketing's Power 100 chart, joined PepsiCo in 1996 as UK marketing manager. He spearheaded the Spice Girls marketing activity and the relaunch of Diet Pepsi, and launched the Pepsi Chart Show.

As European marketing director he developed Pepsi's pan-European music programme, signing The Corrs, Robbie Williams and Five.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message